Moderate alcohol consumption campaign kicks off in Rome. The project created by Sapienza students becomes a Federvini campaign spread in collaboration with the Municipality of Rome Capital. The joint initiative aims to promote awareness about moderate alcohol consumption among the citizenry by debunking some commonplaces related to abuse.
“Are you buying it? Don’t drink too much“. This is the claim of the new communication campaign promoted by Federvini and disseminated in collaboration with the Municipality of Rome Capital starting this week in the city.
The initiative stems from the positive experience of the first edition of Federvini’s project No Binge. Communicating responsible consumption launched last October with the active involvement of students in the master’s degree program in Organization and Marketing for Business Communication at Sapienza University of Rome. A path that led the students, led by Professor Alberto Mattiacci of the Capitoline University, to develop 58 communication projects aimed at bringing to the attention of the public an approach to consumption inspired by the principle of moderation. Among them, the winning creativity, the work of students Giulia Zeoli, Angela Gorgoglione and Anna Fornaro was awarded becoming the claim of the actual campaign now on air in the City of Rome.
The campaign promoted by Federvini and the Municipality of Rome Capital aims to raise the consciousness of citizens, particularly the younger ones, on the importance of adopting a responsible and moderate consumption of alcohol, overcoming the clichés that are most commonly associated with drinking. Thus, in the three posters spread on the streets of the Capital, the statements “If I drink a lot I defeat shyness“, “If I drink a lot I have more energy” or “If I drink a lot I sleep better” are accompanied by the response offered by the campaign’s main claim that calls for reflection on the risks of excessive alcohol consumption.
“Do you drink it? Don’t drink it too much,” in addition to its dissemination with street signs, will also come alive in parallel on the social channels of Federvini and the municipality, recounting the experience that Roman students had.
“The launch of this campaign is a proud moment for our Federation because it demonstrates the value of collaboration between businesses, universities, students and local governments on consumer education projects that are the best way to combat abuse. On behalf of the entire Federation, I thank Prof. Mattiacci and the students for their support over the months of work and the Municipality of Rome Capital for grasping the goodness of the initiative and espousing the official launch of the campaign” said Barbara Herlitzka, chair of Federvini’s CASA Committee and coordinator of the project “No Binge. Communicating Responsible Consumption.”
“The No Binge project was an important test case for the students who took part, who accepted the challenge of composing a communication plan on such a sensitive issue as alcohol consumption. They as well as Federvini are to be applauded for the experience conducted together” commented Professor Alberto Mattiacci, Professor of Economics and Business Management at Sapienza University of Rome, the course holder involved in the project.
“To be able to witness the publication of the project we have worked so hard on is a great satisfaction. I am convinced that this project can really help to make a difference in correct information about alcohol abuse, conversely promoting responsible and moderate consumption” added Giulia Zeoli, a student in the winning project team.
